Write so they will hear you

Tin can communication deviceMost people, when faced with the blank screen on their computer and a deadline for a new marketing piece looming, get a little uptight.

It’s intimidating to capture everything you want a prospect to know and share it in a compelling way. Your product or service is superb and you have so much to say — how will you do it justice?

Which is why most marketing copy is dreadful. Here are the most common mistakes:

  • We do a brain dump, sharing everything we know.
  • We want to demonstrate that we’re experts so we use impressive words and jargon that shows that we’re in the know.
  • We cram way too many words into the piece because it’s all important.
  • We talk about our company, our product, and our people…but not about the customer.

If you make even one of those mistakes, odds are your prospect is taking a glance at your first two or three sentences and then moving on. You haven’t invited them into the conversation – you’re just talking about you.

Remember, you are trying to start a conversation. Who would you rather talk to – someone who walks up to you and asks a question about you or a person who walks up and starts telling you all about them?

So how do we avoid those mistakes?  We can ask ourselves these questions.

How do they talk?
I can have the best deal in the world, but if I tell you about it in Japanese and you don’t speak Japanese – you can’t possibly want what I am selling.

You need to know your prospect well enough that you know how they talk.

  • Are they engineers who use very precise, detailed language and acronyms?
  • Are they teachers who speak about their students with affection and pride?
  • Are they purchasing agents who need to squeeze every penny from the deal and deliver the highest ROI possible?

Understanding the language they use and how they’re going to have to sell your offering up/down the food chain, will allow you to craft your message in their native tongue.

Your prospects are busy and won’t take the time to translate your marketing messages. If they don’t instantly understand it and see that you’re talking to them, they’ll pass it by every time.

Do they know they need you?
No one wants to buy something they don’t need or want. That sounds like a duh, but many times businesses try to sell solutions to a client who doesn’t realize they have a problem.

Often, we just go right to the solution without even mentioning the problem. Let’s say that I want to sell my home in the next 12 months. You own a landscape business and send me information about how good your work is, showing me pictures of gorgeous yards, etc.

But I dismiss it, because I’m not going to live in my house much longer so why spend money on something I won’t get to enjoy?

You’ve lost the sale, because I don’t know I need you. But if one of your marketing pieces was titled “5 landscaping tricks to sell your house faster” now you have my attention.

If the first line of body copy told me that 34% of buyers passed on at least one home because the landscaping was disappointing – you have just converted a “no” into an interested prospect.
Now you have my attention.

By paying attention to these two elements – you can effectively avoid all four of the mistakes I mentioned.

You’ll speak in their language and only talk about what matters to them – their problems and how you can solve them.

 

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5 Responses to Write so they will hear you

  1. Purna Chandra Swain November 7, 2012 at 11:49 am #

    I found this post very informative, interesting and enjoyable; really, very helpful on the topic it has been discussed about.

    Also found very uniquely that the author is greatly expert in crafting objective as well as compact topic. No diverting elements in the flow of subject flow.

    - Purna Chandra Swain
    CEO of bROKEN hEART Software Technologies Pvt. Ltd.
    http://www.purna-company-seo.in

  2. Harso November 8, 2012 at 6:10 pm #

    A great article. The problem is that it is not easy to craf words into meaning that can drive people mind. It needs practice that is done constantly.

    The article above is informative.

  3. Nick Stamoulis November 9, 2012 at 6:28 am #

    Marketing content should always speak to the needs of the consumer. Pay attention to what others are talking about in the industry and what kind of content is getting lots of comments and social shares.

  4. Randy Guzman December 3, 2012 at 1:16 am #

    This is a very useful post.I got a lot of facts from this.Thanks.

  5. essayswriters.org July 16, 2013 at 10:44 pm #

    The worst thing you can do with business writing is head off into mindless spiel. Lapsing into tautology is a major problem I’ve noticed, and used cliched phrases such as “at the end of the day” or “what it boils down to”. The ultimate insult is the merger of all of these terrible writing mistakes, “In my own personal opinion at the end of the day, what it boils down to…” It’s just a no-no.